Saffola and Ganguly

N.L. Dalmia Institute of Management Studies and Research

A study of brand personality of Saffola

cooking oil and feasibility of

Saurav Ganguly as brand ambassador.

CONTENTS

Brand Personality of Saffola

Sr. No. Topic Page No.

1. Executive Summary 4

2. Problem Statement 6

3. Background 7

4. Sampling Plan 9

5. Primary Data Collection and Analysis 10

6. Conclusions 21

7. Recommendations 22

8. Limitations 23

9. Questionnaire 24

10. Bibliography 26

N.L. Dalmia Institute Of Management Studies And Research 2


EXECUTIVE SUMMARY

In today’s fast life people hardly have time to sit down at ease and have a hearty

breakfast, lunch or dinner leading to various diseases. Heart disease is one of

the most dreaded diseases due to improper diet habit. Fortunately people in

India especially the urban class consumers have started realizing this fact and

have become very careful in what they intake including the cooking oil. This

project is about one such brand called Saffola which is claimed to be Heart

Friendly oil and prevent heart disease.

Saffola is a thirty five-year-old brand. The project has two phases. First phase is

about studying the consumer perception of the brand Saffola. Second phase is

about finding out whether Saurav Ganguly would be the right person to endorse

the brand Saffola.

Apart the ones mentioned above, the additional research objectives were to find

out to whom consumer feels the product is most suited to and who makes the

buying decision of cooking oil at home.

The research is carried out by selecting samples of housewives and working

mothers of households between Borivali and Andheri. The samples are selected

by convenient sampling. The criteria for selecting the respondents are that the

respondent should have heard about Saffola and Saurav Ganguly. The survey is

carried out with the help of questionnaires. Analysis is done through statistical

software SPSS version 10.

Conslusions, recommendations and limitations form part of the project. Some of

the interesting findings from the project are as follows:



The word Healthy instead of Heart friendliness is what comes to the mind

of the people when they think about Saffola.

People remember the word Healthy because of the famous Sundrop ad

and some have even confused Saffola with Sundrop.

People feel that Saffola is oil that can be consumed by anyone and not

just the sick.

Saffola has a personality of a person who is very health conscious,

serious about things he does i.e no-nonsense attitude, caring, reliable and

someone who could be trusted upon.

The housewives are the ones who decide which brand of cooking oil has

to be bought.

On an overall basis Saurav’s personality is considered to be a mix of

Arrogance, Straight Forwardness and Reliable.

Reliability and Caring are the two main factors that link Saurav Ganguly to

the Saffola brand.

An ad with Saurav as the brand endorser can make sufficient number of

people try the product.

The main recommendation is that Heart friendliness needs to be stressed in

all the advertisements and the advertisement should be featured frequently.



PROBLEM STATEMENT

“A study of brand personality of Saffola cooking oil and

feasibility of Saurav Ganguly as the brand ambassador”

RESEARCH OBJECTIVES

To study the brand personality of Saffola cooking oil.

To study the personality of Saurav Ganguly vis-à-vis Saffola.

To study the feasibility of using Saurav Ganguly as the brand

ambassador.

To find out who makes the buying decision of cooking oil.

To find out whom according to the consumer is Saffola most suited to.



BACKGROUND

Saffola is a thirty five-year-old brand, widely recognized by consumers to be

"Good for Heart". Many Doctors recommend Saffola to their patients to maintain

health.

The busy executives and professionals, today, are looking for lifestyle

interventions necessary to counter the stresses of personal and professional life;

and all of them are in a search mode for solutions. Saffola has taken initiatives to

bring solutions to their doorsteps, and what better place to do this but the office

itself. Hence the Saffola, 'Direct to Office' initiative. In this programme, interesting

information is shared by an eminent cardiologist, on the lifestyle interventions.

Diet forms an important part of this lifestyle intervention and which is where the

brand Saffola fits in.

Direct to Consumer Programme have also been introduced where the wives of

executives and professionals are addressed. So Saffola these times goes to

their homes. This programme though involves sharing interesting information

through a dietician on the food. This is done because housewives interest lie in

practical interventions (recipes, cooking tips, etc.) necessary to counter the

stresses life. Here the housewives are addressed through talks and recipe

shows.

World Heart Day as a concept existed; however, Saffola recognized the potential

and leveraged it as an opportunity to involve audiences with the message of

Heart Care. There were ' 2000 free heart check ups' offered by Saffola at key

locations on the World Heart Day in various metroes (e.g. Churchgate Station in

Mumbai).



Evolution:

Saffola, positioned on the 'good for Heart' platform was small in volume terms, till

1993, when a series of hard-hitting ads took the brand to new heights. Awarded

the 'Brand of the Year' in 1993 by The Advertising Club of Bombay, the brand

has continuously modernized and upgraded itself. A new aesthetically defined

shape was launched in 1998 ensuring glug-free pouring. The brand was

repositioned as 'Heart of a Healthy Family' and extended to a value added edible

oil and Salt. A Web site on health, http://www.healthykhana.com was launched in

2002 to guide Heartcarers as well as proactive health seekers on various

aspects of Dietary Health. It also provides a free personalized diet plan service,

which anyone can use to get a diet as per his or her individual health

requirements.

Saffola consumers:

Saffola's target audience comprises health-conscious consumers.

Contributor's to Saffola's success:

The key to Saffola's growth has been its impactful advertising and the innovative

marketing techniques, helping consumers experience a full health care service,

not just a product. The 'Saffola Healthy Heart Foundation' was set up to provide

a whole lot of additional services to enable consumers to take the required steps

to improve their lives.


http://www.healthykhana.com/

http://www.maricoindia.com/heartfoundation.htm


SAMPLING PLAN

Population:

The population consists of housewives and working women of all the households

from Borivali to Andheri.

Population element:

Housewives and working women of all the households from Borivali to Andheri.

Sample definition:

Women meeting the criteria mentioned below:

From a household situated between Borivali to Andheri.

Should be aware of Saffola cooking oil.

Should have seen or atleast heard about Saurav Ganguly.

Sample estimation:

A convenient sample size of 100 is taken for the research.

Type of Sampling:

Convenient Sampling.

RESEARCH DESIGN

Descriptive Research:

Sample survey method like Questionnaires.

The brand personality of Saffola cooking oil.

Whether Saurav Ganguly is the ideal brand ambassador for Saffola.



PRIMARY DATA COLLECTION AND ANALYSIS

First word that comes to the mind :

The first word that comes to the mind of the majority of the respondents

when they think about Saffola is Healthy as shown in the Chart1. This

shows that around 50% of the respondents know that the brand Saffola

stresses on the health factor.

Heart friendly and Oil constitutes to be around 20%. Hence most of the

respondents are not aware of the real association of the brand with the

word Heart Friendly.

The reason for the word Heart Friendliness not being on the top of the list

may be because of a long gap in featuring the Saffola advertisements.


(Healthy Oil for Healthy People) and some have even confused Saffola

with Sundrop.

Chart 1



Saffola is most suited to:

Majority of the respondents feel that Saffola is suited to Adults in general.

Hence it is evident that people regard it as oil that can be consumed by

anyone i.e. Saffola is not considered to be a sick man’s oil.

Fair number of respondents feels that the oil is better suited to Senior

Citizens and Fitness Freaks i.e. sufficient number of people have a belief

that the oil provides energy for the fitness freaks and medicinal value for

the old.

Children and Athletes get just 10% share each.

Children10.00%

Adults40.00%

Senior Citizens20.00%

Sportsm en/Athlete10.00%

Fitness Freak20.00%

Chart 2



Associations with Saffola:

As mentioned above, with an open ended question, the word Heart

friendly did not click with most of the respondents.

But by giving them an option viz. Heart Friendly, Tasty and Prevent

Obesity, most of the respondents associated Heart Friendliness with

Saffola.

From the above it is apparent that the word Heart Friendly is hidden

somewhere in the minds of the respondents but they could not recollect it

until they have been provided with a cue.

Heart Friendliness association of Saffola needs to be stressed more often

in the advertisements so that the word gets registered in the minds of the

people and they think of Heart Friendliness every time they come across

Saffola.

Chart 3



Personality traits of Saffola:

Saffola is considered to be a very Health Conscious brand. The brand is

very cautious about the health aspect and do not take it for granted.

Saffola has been found to be clear-headed and serious about health.

Caring, Wise and Reliable are some of the other personality traits of

Saffola.

In general Saffola has a personality of a person who is very health

conscious, serious about things he does i.e no-nonsense attitude, caring,

reliable and someone who could be trusted upon.

Athle te3.57%

Caring14.29%

Elderly10.71%

Health Cons ious21.43%

Reliable14.29%

Sober17.86%

Wise14.29%

Young3.57%

Chart 4



Buying Decision:


to be bought. This is evident from the chart 5.

The advertisers should target their communication messages on the

housewives.

Housewives are very concerned about the health of the family hence the

advertisements should have an emotional appeal that exploits this

concern of the housewives.

Chart 5



At present Saffola is not endorsed by any celebrity. Marico Industries are

considering the idea of Saffola to be endorsed by a celebrity. They have zeroed

down on few celebrities and feel that the Indian cricketer Saurav Ganguly could

be the right person to endorse the brand.

Marico feels that even though they are considering Saurav Ganguly to endorse

the brand, they need to conduct a research to find out whether people would

accept him as the brand endorser for Saffola.

The second stage of the project is to find out whether the Indian cricketer Saurav

Ganguly could be the right person to endorse the brand Saffola.

The respondents were asked questions regarding the personality of Saurav

Ganguly and an attempt have been done to establish a link between Saffola and

Saurav Ganguly.



Saurav Ganguly’s personality:

The respondents feel that Saurav Ganguly is well known for his

arrogance. Indian triumph over Pakistan recently for the Samsung Cup

under the captainship of Saurav Ganguly has not changed people’s

perception about him. Saurav is still considered to be an arrogant person

i.e arrogant towards his approach towards cricket and other things in life.

On the other hand a fair number of respondents feel that he is straight

forward. He speaks his mind out no matter to whom he speaks to or

where he is.

People also find him to be a reliable person i.e. a captain who can be

relied upon by both the team as well as the people.


Arrogance, Straight Forwardness and Reliable. Chart 6 can be referred

for details.

Reliable20.00%

Arrogant50.00%

Straight Forw ard30.00%

Chart 6



Credibility of Saurav Ganguly’s claim:

70% of the respondents feel that the claims made by Saurav are fairly

credible. This is indeed a huge number hence chances are that majority of

the people would not consider an ad claim made by Saurav to be just

another claim.

The advertiser should consider this fact. This is strongly in favor of making

Saurav the brand endorser for Saffola.

0% 20% 40% 60%

Percent

Very Credible

Credible

Less Credible

cre

dib

ilit

y o

f s

au

rav

's c

laim

20%

70%

10%

Chart 7



Buying chances of Saurav Ganguly endorsed brand:

It is evident from the chart that the chance of people buying a Saurav

Ganguly endorsed brand is good.

This follows from the above that people feel that Saurav do not make any

false claim.

Saurav’s straight forward personality is the main contributor to this

perception of people leading to most of the people accepting the claim

made by him.



Chart 8



Link between Saurav and Saffola:


the Saffola brand.

Respondents feel that Saurav can be relied upon by both by the Indian

team and the people. As a captain Saurav is very particular about his

team members and cares for them like a big i.e. the housewife can rely

upon Saffola.

Saffola is caring i.e. it takes care of the health of consumers by preventing

Heart Disease which has now become a common threat to people.

The chart 9 also shows that Saffola is also known to be an ideal oil for

athletes and health conscious people.

When the personality traits of Saffola alone is considered, Health

Consious and Sober form the main personality traits but combining both

Saurav and Saffola, Relaibility and Caring outperforms the other two.

Athle tic19.05%

Caring23.81%

Health cons ious14.29%

Reliable23.81%

Sober4.76%

Wise9.52%

Young4.76%

Chart 9



Occupation of respondents:

Housewives and working women of all the households from Borivali to

Andheri form the population element. But most of the respondents who

were interviewed were the housewives. This is evident from the chart 10.

Working women formed the remaining 40% of the respondents.

Housew ife60.00%

Business10.00%

Service30.00%

Chart 10

Age of respondents:

Majority of the respondents fall in the age groups of 20-40.

20-3030.00%

30-4050.00%

40-50

10.00%

>50

10.00%

Chart 11



CONCLUSIONS

The word Healthy is what comes to the mind of the people when they

think about Saffola.

The reason for Heart Friendliness not being on the top of the list may be

because of a long gap in featuring the Saffola advertisements.


and some have even confused Saffola with Sundrop.

People feel that Saffola is suited to Adults. It is evident that people regard

it as oil that can be consumed by anyone.

Heart Friendly is hidden somewhere in the minds of the respondents but

they could not recollect it until they have been provided with a cue.

Saffola has a personality of a person who is very health conscious,

serious about things he does i.e no-nonsense attitude, caring, reliable and

someone who could be trusted upon.


to be bought.


Arrogance, Straight Forwardness and Reliable. Chart 6 can be referred

for details.

People feel that the claims made by Saurav are fairly credible.

Saurav’s straight forward personality is the main contributor to this

perception of people leading to most of the people accepting the claim

made by him.






the Saffola brand.

Reliability and Caring are the two personality traits that link Saurav and

Saffola.

RECOMMENDATIONS

Heart Friendliness needs to be stressed in all the advertisements and the

advertisement should be featured frequently.

Heart Friendliness association of Saffola needs to be stressed more often

in the advertisements so that the word gets registered in the minds of the

people and they think of Heart Friendliness every time they come across

Saffola.

Housewives are very concerned about the health of the family hence the

advertisements should have an emotional appeal that exploits this

concern of the housewives.

People feel that the claims made by Saurav are fairly credible. The

advertiser should consider this fact. This is strongly in favor of making

Saurav the brand endorser for Saffola.



Hence Saurav is the right person to endorse the Saffola brand.



LIMITATIONS

The population consists of housewives and working women of all the

households from Borivali to Andheri. Hence the results may not be the

same if research is done for the entire Mumbai city.

The respondents have been selected by convenient sampling without

stratifying the income groups.

Respondents may give some wrong information.



ANNEXURE

QUESTIONNAIREResp. no.______

Dear respondent, I am a management student from N.L.Dalmia Institute of Management Studies and Research. I am doing a project on Saffola cooking oil. I request you to kindly spare few minutes of your time to fill up this questionnaire and help me complete this project successfully.

1) Have you heard the name “Saffola”? Yes No

2) What comes to your mind when you hear Saffola?_______________________________________

3) Do you buy Saffola? Yes No

4) Whom among the following do you think Saffola is most suited to? (Tick any one) Children Adults Senior Citizens Sportsmen/Athlete Fitness freak

5) Which of the following would you associate with Saffola? (Tick any one) Heart friendly oil Tasty Helps prevent Obesity

6) Which of these personality traits would you associate with the brand Saffola? Health conscious Sporty/Athletic Young Elderly Trendy Wise Caring Reliable Sober

7) Who initiates the buying decision of cooking oil in your home? (Tick any one) Yourself Children Husband Parents



Dear respondent, we would like to establish a link between Saurav Ganguly and Saffola.

8) What personality traits describe Saurav the most?(Tick any one) Reliable Arrogant Trendy Straight Forward Caring/Protector

9) Please rate from 1 - 5 the credibility of any claim made by Saurav. (1-Highest & 5-Least) __________

10) Chances of you buying a Saurav Ganguly endorsed brand.(1-Highest & 5-Least) __________

11) Which characteristics of Saffola would you associate with Saurav?(Please tick based on the response for question no. 6 above) Health conscious Sporty/Athletic Young Elderly Trendy Wise Caring Reliable Sober

12)Occupation Housewife Business Service

13)Age 20-30 30-40 40-50 > 50

Name: ____________________________________________

THANK YOU!!



BIBLIOGRAPHY

www.healthykhana.com

www.agencyfaqs.com

Research Methodology – Schindler & Cooper.


Saffola and Ganguly

Documents

Transcript of Saffola and Ganguly